{"id":276,"date":"2022-10-04T09:00:00","date_gmt":"2022-10-04T07:00:00","guid":{"rendered":"https:\/\/www.aeffelab.com\/2019\/01\/18\/come-scrivere-una-newsletter-efficace\/"},"modified":"2025-04-02T13:39:47","modified_gmt":"2025-04-02T11:39:47","slug":"come-scrivere-una-newsletter-efficace","status":"publish","type":"post","link":"https:\/\/www.aeffelab.com\/it\/2022\/10\/04\/come-scrivere-una-newsletter-efficace\/","title":{"rendered":"Come scrivere una newsletter efficace"},"content":{"rendered":"<p><em>Aggiornato al 01\/04\/2025<\/em> &#8211; L\u2019<b>email marketing<\/b>, cio\u00e8 l&#8217;invio delle newsletter,\u00a0rappresenta uno degli strumenti pi\u00f9 performanti per la comunicazione e la promozione aziendale. Se implementata correttamente una strategia di\u00a0<b>Direct Email Marketing (DEM)<\/b>\u00a0consente alle aziende di acquisire lead qualificati, fidelizzare i clienti e incrementare le vendite nel tempo.<\/p>\n<p>La\u00a0<b>newsletter\u00a0<\/b>deve essere parte integrante della strategia di marketing digitale. Se pensiamo al funnel di vendita, la newsletter si colloca nelle fasi intermedie e finali del customer journey, operando in sinergia con altri canali di comunicazione per accompagnare il potenziale cliente dalla prima interazione fino alla conversione e alla retention.<\/p>\n<p>Leggi anche come creare un\u2019esperienza omnichannel:\u00a0<a href=\"https:\/\/www.aeffelab.com\/it\/2022\/05\/03\/retail-omnichannel\/\">https:\/\/www.aeffelab.com\/it\/2022\/05\/03\/retail-omnichannel\/<\/a><\/p>\n<h2><strong><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-18957 size-full\" src=\"https:\/\/www.aeffelab.com\/wp-content\/uploads\/aeffelab-articolo-come-scrivere-una-newsletter-efficace-2.jpg\" alt=\"\" width=\"1366\" height=\"910\" \/>OTTIMIZZAZIONE DELL\u2019OGGETTO\u00a0<\/strong><\/h2>\n<p>Il primo passo per una newsletter efficace \u00e8 scrivere un oggetto che funzioni. L\u2019oggetto \u00e8 un elemento cruciale per catturare l\u2019attenzione e invogliare all\u2019apertura, aumentando l\u2019open rate, cio\u00e8 il tasso di apertura dell\u2019email.<\/p>\n<p>Studi recenti dimostrano che le email con un oggetto breve e personalizzato hanno tassi di apertura pi\u00f9 elevati. In particolare:<\/p>\n<ul>\n<li aria-level=\"1\">Un oggetto tra i\u00a0<b>10 e i 20 caratteri<\/b>\u00a0ha un tasso di apertura superiore al\u00a0<b>35%<\/b>.<\/li>\n<li aria-level=\"1\">Superati i\u00a0<b>40 caratteri<\/b>, il tasso di apertura tende a diminuire.<\/li>\n<li aria-level=\"1\">L\u2019inserimento del\u00a0<b>nome del destinatario<\/b>\u00a0aumenta il tasso di apertura fino al 32%.<\/li>\n<\/ul>\n<p>Poich\u00e9 la maggior parte delle email viene letta su dispositivi mobili, \u00e8 consigliabile inserire parole chiave all\u2019inizio dell\u2019oggetto per garantire la visibilit\u00e0 immediata, evitando che parte dell\u2019oggetto venga tagliato.<\/p>\n<h2><b>DESIGN E TONE OF VOICE<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">L&#8217;aspetto visivo di una newsletter non \u00e8 solo una questione estetica, ma influisce sulla leggibilit\u00e0 e sulla fruizione del contenuto. Poich\u00e9 la maggior parte delle newsletter viene consultata da mobile, \u00e8 essenziale:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Usare <\/span><b>template responsive<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dividere il testo in <\/span><b>paragrafi brevi<\/b><span style=\"font-weight: 400;\"> e leggibili.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Inserire <\/span><b>link chiari e riconoscibili<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Utilizzare <\/span><b>immagini ottimizzate<\/b><span style=\"font-weight: 400;\"> e leggere.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Posizionare le <\/span><b>call to action (CTA)<\/b><span style=\"font-weight: 400;\"> in punti strategici della pagina.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Il tone of voice deve essere allineato con l\u2019identit\u00e0 del brand e coerente su tutti i canali di comunicazione, inclusa la newsletter. Un linguaggio chiaro e vicino al pubblico aiuta a creare un legame con i destinatari e rafforza la fiducia nel brand.<\/span><\/p>\n<h2><strong>PIANIFICAZIONE DEL CALENDARIO EDITORIALE<\/strong><\/h2>\n<p>Una strategia di email marketing efficace non deve limitarsi a contenuti promozionali. Gli utenti apprezzano contenuti di valore, come:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Approfondimenti e articoli utili del blog aziendale.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Notizie di settore rilevanti e trend di mercato.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ebook e risorse utili.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offerte commerciali, ma senza risultare invasivi.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">L&#8217;approccio pi\u00f9 efficace \u00e8 il <\/span><b>lead nurturing<\/b><span style=\"font-weight: 400;\">, ovvero la costruzione di un dialogo costante con i clienti, fornendo risposte ai loro bisogni e accompagnandoli nel tempo verso una decisione d\u2019acquisto.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Scopri i nostri servizi di DEM e AUTOMATION MARKETING: <br \/><a href=\"https:\/\/www.aeffelab.com\/it\/servizi-aeffe-lab\/#digital-marketing\">https:\/\/www.aeffelab.com\/it\/servizi-aeffe-lab\/#digital-marketing<\/a><\/span><\/p>\n<h2><strong>MONITORAGGIO E ANALISI DEI DATI<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Una campagna di email marketing efficace richiede un costante monitoraggio. I principali KPI (Key Performance Indicator) da analizzare sono:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Tasso di apertura (Open Rate)<\/b>: indica la percentuale dei destinatari che aprono l\u2019email.<\/li>\n<li aria-level=\"1\"><b>Tasso di click (Click Rate)<\/b>: indica il numero di utenti che interagiscono con l\u2019email e misura l\u2019interesse per i contenuti.<\/li>\n<li aria-level=\"1\"><b>Click-through rate (CTR)<\/b>: percentuale di click rispetto alle aperture.<\/li>\n<li aria-level=\"1\"><b>Bounce Rate<\/b>: tasso di email non consegnate.<\/li>\n<li aria-level=\"1\"><b>Tasso di disiscrizione (Unsubscribe Rate)<\/b>: un valore troppo alto segnala una criticit\u00e0 nella strategia.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-3664 aligncenter\" src=\"https:\/\/www.aeffelab.com\/wp-content\/uploads\/2019\/01\/Report-newsletter.jpg\" alt=\"Esempio di report sulle aperture e i click delle newsletter\" width=\"628\" height=\"379\" \/><\/p>\n<p>L\u2019analisi coerente di questi dati permette di ottimizzare le future campagne e affinare la strategia per migliorare i risultati nel tempo.<\/p>\n<p><span style=\"font-weight: 400;\">Se vuoi integrare l\u2019email marketing nella tua strategia digitale, contattaci per una consulenza. Saremo felici di aiutarti a pianificare e gestire al meglio le tue campagne di newsletter.<\/span><\/p>\n<div>\u00a0<\/div>\n<p><!-- DA COPIARE PER PULSANTE CONTATTACI --><\/p>\n<div class=\"separator transparent\" style=\"height: 20px;\">\u00a0<\/div>\n<div class=\"blog-button\"><a href=\"https:\/\/www.aeffelab.com\/it\/contattaci\/\" target=\"_self\" rel=\"noopener noreferrer\">CONTATTACI<\/a><\/div>\n<div>\u00a0<\/div>\n<p><!-- fine DA COPIARE PER PULSANTE CONTATTACI --><\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aggiornato al 01\/04\/2025 &#8211; L\u2019email marketing, cio\u00e8 l&#8217;invio delle newsletter,\u00a0rappresenta uno degli strumenti pi\u00f9 performanti per la comunicazione e la promozione aziendale. Se implementata correttamente una strategia di\u00a0Direct Email Marketing (DEM)\u00a0consente alle aziende di acquisire lead qualificati, fidelizzare i clienti e incrementare le vendite nel tempo. La\u00a0newsletter\u00a0deve essere parte integrante della strategia di marketing digitale. [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":18935,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[43,30,44,45,46],"class_list":["post-276","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-web-marketing","tag-dem","tag-digital-marketing","tag-direct-email-marketing","tag-email-marketing","tag-newsletter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Come scrivere una newsletter efficace | AEFFE Lab<\/title>\n<meta name=\"description\" content=\"La\u00a0newsletter\u00a0deve essere parte integrante della strategia di marketing digitale.\u00a0Scopri come scrivere una newsletter efficace.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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